Factors Affecting the Success of Social Commerce in Kuwaiti Microbusinesses

IF 4.5 3区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Journal of Global Information Management Pub Date : 2022-01-01 DOI:10.4018/jgim.313944

N. Al-Qirim, K. Rouibah, Hasan A. Abbas, Yujong Hwang

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引用次数: 3

Abstract

Many studies have focused on the adoption of social commerce (s-commerce) by customers but not by businesses or by microbusinesses. Further, they have investigated this adoption from a researcher's perspective while using quantitative approaches. To fill this gap, the study sheds light on the success of Instagram for microbusinesses (IMB) in an Arab country and highlights the need for more investigation in order to understand this complex phenomenon. In this study, the authors use a qualitative approach to 27 microbusiness cases that adopted Instagram for s-commerce. They use technological innovation theories to successfully identify and classify the drivers and inhibitors of success under different contexts. Hence, they find that the success of IMB in Kuwait is contingent on addressing different technological, organizational, and environmental challenges. Further, they find that Instagram initiatives are still evolving and still need assistance from different stakeholders to overcome several hurdles. This study provides different recommendations that advance the theory and practice.

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影响科威特微型企业社交商务成功的因素

许多研究都集中在客户对社交商务的采用上，而不是企业或微型企业。此外，他们在使用定量方法的同时，从研究人员的角度对这种采用进行了调查。为了填补这一空白，这项研究揭示了Instagram微型企业（IMB）在一个阿拉伯国家的成功，并强调需要进行更多的调查，以了解这一复杂现象。在这项研究中，作者对27个采用Instagram进行电子商务的微企业案例进行了定性分析。他们运用技术创新理论，成功地识别和分类了不同背景下成功的驱动因素和阻碍因素。因此，他们发现IMB在科威特的成功取决于如何应对不同的技术、组织和环境挑战。此外，他们发现Instagram计划仍在发展中，仍需要不同利益相关者的帮助来克服几个障碍。这项研究提供了不同的建议，以推进理论和实践。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

5.80

自引率

14.90%

发文量

118

期刊介绍： Authors are encouraged to submit manuscripts that are consistent to the following submission themes: (a) Cross-National Studies. These need not be cross-culture per se. These studies lead to understanding of IT as it leaves one nation and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one nation transfer. (b) Cross-Cultural Studies. These need not be cross-nation. Cultures could be across regions that share a similar culture. They can also be within nations. These studies lead to understanding of IT as it leaves one culture and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one culture transfer.